Tag: General Mills

Thank You General Mills

Christmas came early this year. Or is it Halloween? Well, in either case, my inner child is doing one heck of a happy dance this morning. As most of you fellow cereal connoisseurs already know, The Monster Cereals have been my absolute favorite ever since I was but a wee lad. I still remember how cool it was to go with my mother to the local Food Lane and see my homies sitting there on the shelf just waiting for me.

Not only did the boys get me through some rough hunger spells growing up, but I also attribute the psychological benefits of having breakfast with a monster with helping me to overcome my introvertism. (Ok, I made up that last part).


Sadly, my beloved Count Chocula, Frankenberry and Boo Berry buddies were exiled to the latter part of the calendar year; only making their appearances on store shelves now when the weather gets cooler and monsters and trick or treating become all the rage.

Don’t get me wrong, I still do ravage local supermarkets and Target stores every September to stock up on as many as I can for the winter, and always lament the boys taking an extended vacation starting November 1st. But much like seeing the first robin in spring, I always look forward to that first box of Boo on store shelves every Autumn.

But this year will be extra special.

A few days ago General Mills (the ones who magically brought my cereal hombres to life) decided to do something special for the fans and this year are bringing back two more monsters; one of which has been MIA for more than thirty years. Just when you thought breakfast in the fall couldn’t get any better, Frute Brute and Fruity Yummy Mummy will be joining the Holy Trinity of Cereal this year!

Fruit Brute (or now, FRUTE Brute for you politically correct people) was discontinued in 1982 and is considered by many collectors to be the most sought-after vintage cereal box. Not only because Brute’s a cool wolf who wears colorful suspenders, but also because the box was used by director Quentin Tarantino in his films “Reservoir Dogs” and “Pulp Fiction.”

Yummy Mummy, no stranger to succumbing to the endangered sugar list, has been gone for more than two decades himself. His triumphant return will mark the first time in history that all five boxes of Monster Cereal will be available at the same time.

When asked to comment on the return of the childhood favorites, Julie Anderla, integrated communications senior manager at General Mills had this to say: “The love for the Monsters that we make available each Halloween continues to be huge and the passion for all of them across social media is incredible. We’re bringing back Frute Brute and Fruity Yummy Mummy in an effort to give our fans what they asked for.” Can’t argue with that.

But WAIT!! – It gets even better!!


As part of a special promotion with Target, all five monster cereals will be housed in their original retro art packaging!!! So it will indeed be like those days of yore when a young 44 year-old boy sees his childhood friends on the shelves, looking exactly as they did way back when.

I tried to find a way to properly express my emotion for the return of this quintet, but I decided to let Dinosaur Dracula explain how big this news really is in his review of the “new” cereal. Thanks dude!

I’ve Figured It Out: My Letter To General Mills

Mr. Kendall J. Powell (CEO)
General Mills, Inc.
P.O. Box 9452
Minneapolis, MN 55440

Dear Mr. Powell and Associates of General Mills:

I’ve figured it out and I know what you’re up to. You probably thought I’d never find out your dirty little secret didn’t you? I know you’ve waited 40 years to launch your master plan to prey on the innocent youth of America but I am here to tell you that I won’t let you win.

It all started in 1971 and I can just imagine your evil minions all concocting the scheme. Releasing Monster Cereals in the hopes of eventually controlling the heart and mind of all good children and like a fool I drank the Kool-Aid. You knew I couldn’t resist the combination of chocolate and vampires.

You waited silently while the children grew into adults. It was the perfect scheme: An entire generation willfully consuming the goodness of Count Chocula, Frankenberry and Boo Berry.

It wasn’t until last Summer that you put your master plan into effect. Slowly taking the cereals loved by millions off of the shelves of the grocery store. Little by little both myself and the other children of the disco generation saw their old friends disappear. You knew it was only a matter of time before you would control them.

I began scouring the country-side for chocolately goodness. I even thought of paying outrageous prices online in attempt to fuel the fix you started. I would have done anything.

But then you made your one fatal mistake. Something you didn’t count on.

Unbeknownst to you, a large stash of Count, Frank and Boo managed to make their way to the grocery shelves in time for Halloween. Stores began selling them at a discounted rate in attempt to deplete their inventories before the Feds showed up and I purchased as much contraband as I could to stock up for the Winter.

So why you may have gotten others to bow before the Big G you’ll NEVER get me. I’ve got enough of Monster Cereal to see me through next Summer and beyond.

Eat that.

Sincerely Yours,

Fruit Brute

The Boys Are Back In Town

“Guess who just got back today?
Them wild-eyed boys that had been away
Haven’t changed, haven’t much to say
But man, I still think them cats are crazy”

Phil Lynott – Thin Lizzy

One day, not too long ago, I woke up and they were gone. The friends I had known and loved since childhood had just up and left without so much as even saying goodbye.

Perhaps it’s my fault. I was the one who abandoned them. I’d always assumed they’d be there when ever the urge would strike me. Sure, I’d walk down their street quite often when out on grocery excursions but sometimes I was just too caught up in the task at hand to even stop by and say “Hello”.

I’ll admit, when I heard the news of their flight I felt an empty feeling in my stomach. A churning sensation. And I knew my days would never start out properly anymore. I lamented the laughter. The good conversations we all had. The little plastic things made in their image that they used to bring me as presents. All those thoughts and feelings came rushing back.

Days turned into months without so much as a word from them. I considered posting their images on a milk carton (skim of course) but the dairy farmers all laughed me to scorn. They didn’t get it. So I did the next best thing to get the word out.

I took an image and had my picture taken with the band Night Ranger at a recent concert. My hope was to get the message out that my friends were missing and I needed them back more than anything.

That’s when the General Mills Gods must have heard me.

Last night around 10pm I received a call from a friend of mine who used to hang out with the boys too. I could hardly hear what she was saying through all the tears. She told me she had spotted the boys at the Wegmans supermarket. They were there and they were asking about me.

Even though the hour was late, I quickly grabbed my keys and made haste to the local Wegmans. As I rushed in the door I was greeted by the strong smell of cinnamon. I surmised that either the bakers had made rolls this morning or the Apple Jacks kids were firing one up in celebration. I chuckled assuming it was the latter.

I quickly went to the spot we always used to hang out in. Nothing. I saw nothing but frogs, rabbits, magicians, some crazy bird and a leprechaun. My friends were no where in sight. That empty feeling in my stomach was back and I assumed tomorrow would be no different then it has already been for so many months.

It was at that moment I had an epiphany. I noticed that the store had already begun putting out trick or treat candy some two months early. I wondered if they might possibly be hanging out in the Halloween aisle. Like me, they always liked that creepy stuff too and at this point it was worth a shot so off I went.

Trolling through piles of bite sized Snickers and Milky Ways the heaven’s parted and there they were. My friends. The ones that had gone on a long vacation were back.

We just stood there looking at each other not really knowing what to say.  Finally, my joy became too great and I shouted: “Hey Guys it’s me, Jimmy!!”. A tear rolled down my cheek and I noticed that one of the shopping cart boys who had witnessed this reunion was now fleeing from my vicinity.

We finally embraced and I brought the boys home. I didn’t ask them why they left or how long they might be staying. I just wanted this moment to last forever.

I’ve decided that after breakfast this morning I’m sending my testimony in to Maury. I think between all the “You ARE The Father” segments, this reunion would make a nice story.